Using Split Tests for Stronger LinkedIn Ads
LinkedIn ads are incredibly beneficial to businesses wanting to advertise to a specific audience. However, you also have the option to perform a split test. This is when a certain group of people see one of your ads, and another group of people see the same ad but with a slight tweak. This allows you to gather valuable data on what people respond to, and there are a couple different ways you can go about doing this.
When conducting a split test, you only want one variable to be different between the two. If you run two radically different ad campaigns, then you are not going to know why people respond to a certain ad over the other one. One factor you can alter between the two ads is the image. People respond better to pictures than text, and if someone is randomly looking at something on his or her phone, an image is more likely to get him or her to stop. Use two different high-quality images for a split test on your LinkedIn ads. You can experiment with different colors, white or dark backgrounds and whether the model is looking directly at the camera or away.
You should also try out different verbiage. You would be amazed at what a single word can do. As an example, you could run one set of ads that contain the word “special” and another that has “deal” to see what people respond better to when your business is having a sale. Something else to consider within the actual text of an ad is whether to include a statistic or not. Your audience might like getting concrete information and facts, or they may prefer if you are shorter and more to the point.
Character count is another important factor. At first glance, it would seem like there would not be too much of a difference between an ad containing 100 characters as one containing 80 characters. However, every letter is important, and an ad that is too long may deter some people from reading and clicking the link. Find ways to get to the point faster, so you can compare two different types of ads.
Again, only change one factor at a time. You want to see how the two ads are doing for about two weeks before jumping to any conclusions. You can then split test two more LinkedIn ads where a different factor is altered. After some time, you will know exactly what is attractive to your audience and what kinds of ads you need to make going forward.